Content tailored for each platform for better reach

Ever since Facebook announced its test run of ‘explore feed’, many have speculated on the potential impact this could have on the already ‘challenged’ organic reach. By separating brand pages and posts (other than promoted or shared) from the main news feed, Facebook hopes to boost its overall engagement metrics of the users. Other social networks have been altering their algorithms to skew the visibility in favour of promoted/advertised content.

Marketers are using multiple ways to circumvent algorithms like on Instagram ‘sandwiching’ posts for higher engagement or using ‘engagement groups’ to increase organic reach. Snapchat’s proposed design revamp that aims to separate personal posts and stories from the rest can cause disruption, both among the users and as a business – in the short term.

Organic content that provides valuable and relevant information to users is an integral part of any brand’s content mix. It’s therefore important to adopt a mix of organic and paid content to realise the full potential of these networks. There are many factors to be considered while developing social content – organic or paid. It’s no longer about uniform content across platforms. Content is carefully created/curated for each platform based on its intrinsic features and user profile. Here is a useful infographic comparison of the main social networks. Content also needs to be mobile-ready with mobile devices dominating the social behavior and creating what Google calls ‘micro-moments’. Google has now identified 3 distinct consumer behaviors based on Google search data. The ‘well-advised’ consumers: those who demand the right answers to make a decision. The ‘right-here’ consumers: those who expect brands to provide information tailored to the location. The ‘right-now’ consumers: those who make last-minute or spur-of-the-moment decisions based on information provided. Social networks have been ramping up their video offerings because of the rise in online video consumption by users. It’s important therefore to have a well-defined video strategy, again tailored to each platform. On Instagram and Snapchat, there is a shift in focus from evergreen content to ephemeral content. Users tend to consider these as more authentic than well planned content, though the latter still has a place in the overall content strategy.

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Sourav Ganguly is the chief media officer at Centric. Leading a ten-man team of optimizers, planners, and strategist, he worked with clients to deliver significant returns on marketing investment. He can be reached on sourav.ganguly@centric.ae